5 ways to save on AdWords
Get quality clicks for less.
Last week we looked at getting more click-throughs on your adverts (and spending more).
This week we look at 5 ways to spend less on getting high quality traffic.
1. Stay on message
Watch Apple's strong message at each point...
Apple repeat the searcher's own words back to her:
- She searches for ipod nano
- The advert talks about an ipod nano (twice)
- The page says "Select your ipod nano"
Apple get extra points for putting those words ("Select your ipod nano") directly underneath her mouse - she has just clicked there and is still looking at that part of the screen.
Using a consistent message - especially the visitor's own words - can achieve 20-30% boosts in conversion.
Visitors feel "anchored" and orientated when they see that you've got what they want. Then they convert.
2. Use a Landing Page
If you are selling products on a shopping cart then you will already be sending PPC visitors to pages where they can see and buy the products you advertise.
But a lot of other sites are still sending traffic to their home page.
Don't do this: instead you need a dedicated Landing Page for each of your campaigns.
A Landing Page is the visitor's first impression of your site. Typically you have 8 seconds to convince her that
- She can trust the site and your company
- She can get what she is looking for
- It's going to be easy to get it from your site
If you just dump her on your home page then she will struggle with #2 and #3.
Expect gains of as much as 40-50% by using Landing Pages.
3. Where in the world... ?
Only run your PPC campaigns in regions that you can supply.
With Google you can target right down to a part of the country - for example New Zealand has 14 regions and you can switch each region on or off.
Another tip: if you only sell or work in one City - then put the City name in your advert to avoid out-of-town clickers.
4. Times and days
You can schedule your adverts to appear and disappear by day of the week and by the hour.
Have a look at the best times for conversions then schedule your adverts to disappear at other times.
Can you sell at weekends ? At 11 p.m. ?
My own experience of selling products online is that any time is a good time - people are still shopping online at 2 a.m. But for services or lead generation it can be very different.
5. Avoid timewasters with negative keywords
Say you're selling an eczema cream for children. Well a lot of dogs get eczema as well - so you need to add "dog" to your list of negative keywords.
Doing this means that googlers looking for
"eczema in dogs"
will never see your advert.
A lot depends on what you're selling: your lists could include dozens or hundreds of words that tell you the searcher is really looking for something else.
"Free" is a good start to most negative lists.
Bonus tip: show a price on your ad
This helps you avoid the bargain-hunters who think they can get their piano tuned for $25.